General News, It's hard being green, Mapping Software > The effects of increased salaries on carbon footprints and green attitudes…
February 2, 2012
A few years ago I performed some estimates of carbon footprints using the P² People and Places geodemographic classification from Beacon Dodsworth. I used carbon footprint numbers from the Green Ration Book and combined these with data from the Target Group Index (TGI – from Kantar Media). At the time I chose three P² branches: A01 Worldly Horizons, D11 Matrimonial Homes and L37 Deprived Youth.
Now I have added information from Kantar’s new Greenscape Clusters addition to the TGI to find the proportion of of keen greens in each branches. Here is the result
| P² People and Places branch | Private transport CO2 in tonnes per year | Private air travel CO2 in tonnes per year | Percentage who are keen greens |
| A01:Worldly Horizons | 4 | 0.78 | 22.9 |
| D11:Matrimonial Homes | 3.4 | 0.48 | 17.6 |
| L37:Deprived Youth | 1.8 | 0.21 | 6.5 |
What is suggested from this analysis is that the proportion of keen greens falls as populations get poorer and so do the carbon footprints. This suggests that with increasing wealth attitudes get greener but carbon footprints get larger.
This is certainly food for thought…
In case you want to know where these groups live here is a map of part of the Leeds City Region showing the high concentrations of these A01, D11 and L37 P² branches and a map of Central and North Leeds at larger scale…
Posted by Geoff Beacon, Chariman at Beacon Dodsworth
